Freelancer profile translated to English.

Description

Marketing & Growth Director | Rapid Value Creation | Transformation Contexts

Senior Marketing Director with 15+ years of international experience, I work in transition management to take over, structure, and accelerate marketing organizations facing growth, profitability, or transformation challenges.

Accustomed to complex and constrained environments, I combine rapid execution, data-driven management, and operational leadership to generate measurable results from the first months of the assignment.

Trilingual Italian, English, French.

Adaptable

Creative

Hands-on

Key Expertise:

Performance Recovery & ROI:Taking over marketing areas with declining effectiveness or in a scaling phase // Optimizing LTV/CAC, margin contribution, and budget allocation (budgets up to 20M // Implementing steering reports for COMEX / CODIR with clear and actionable indicators
Team Structuring & Transformation
Immediate Execution in Complex Contexts:Deploying and optimizing full-funnel strategies (acquisition, activation, retention) // Interventions in multiple countries (20+ countries) with rapid local adaptation // Launches, relaunches, or accelerations of digital activities in highly constrained contexts (budget, timing, organization)
Transition Leadership

Industry field of expertise

Languages

Italian
Native or bilingual
English
Native or bilingual
French
Native or bilingual

Workplace preferences

Can work on-site

Paris (up to 50km), Paris (up to 40km)

Ria Money Transfer
Senior Director Digital Channels EMEA and Americas
September 2023 - October 2025 (2 years and 1 month)
Paris, France
Defined and managed the digital marketing strategy (paid, SEO and content, CRM) across 16 countries in the EU and 3 in the Americas, contributing to over 30% revenue growth for the mobile app and website.
Managed and optimized the budget ($20M), with a focus on ROI and allocation based on margin contribution.
Deployed "full funnel" and multi-channel campaigns (SEO, UAC, Apple Search Ads, influencer, CRM, content, Spotify, Social Media) generating +64% customer growth and -28% CAC.
Managed a multi-disciplinary team (10 people) and 2 agencies, and collaborated closely with product and ops teams.
Implemented Funnel.io for real-time performance KPI tracking, reducing reporting time by 35% and enabling more agile campaign optimization.
Developed and fostered a test & learn culture with the creation of experimentation frameworks (A/B tests, incrementality, split tests) that allowed for prioritizing investments and rapidly scaling the most effective levers.
Led the CRM strategy: automated journeys, emails (newsletters, highlights), triggers, push notifications, resulting in an 18% increase in activation and a 5% reduction in churn over 1 year.
Marketing Automation Customer Relationship Management (CRM) Content Marketing Content Strategy Product Marketing
RIA MONEY TRANSFER
Director Marketing Digital EMEA
March 2021 - August 2023 (2 years and 5 months)
Paris, France
Launched the mobile app across the EMEA region in 2021, achieving 25% customer growth and a 25% reduction in CAC.
Optimized the marketing mix and investments per country ($6M total), introducing two new acquisition channels: Snapchat and TikTok.
Created and managed the regional marketing team (5 people), recognized for its creativity and effectiveness. Integrated CRM into lifecycle management to structure post-acquisition growth. Successfully scaled in 2022 in 3 new markets, generating +17% incremental revenue with a limited additional budget (+5%), adapting the strategy to local specificities.
Collaborated with product and ops teams to ensure an optimal customer experience (funnel and cohort analysis, drop diagnostics, product roadmap definition).
Western Union
Marketing Manager Go to Market
August 2012 - March 2021 (8 years and 7 months)
Paris Area, France
Oversaw regional media investments, optimizing media mix performance based on awareness and growth KPIs, with a 40% ROI improvement over 3 years.
Orchestrated the redesign of the digital ecosystem (web and app) in 7 countries, increasing online market share by +6 points in two years.
Collaborated with CRM teams to align acquisition, activation, and retention/loyalty campaigns.
Implemented Marketing Mix Modeling to optimize budget allocation across different marketing channels.
Led and deployed the B2B acquisition strategy (SMEs, SMBs): defined ICPs, inbound marketing, and MQL generation contributing to the sales pipeline with a 20% conversion rate.
Managed the UEFA partnership for three years, including B2C and B2B customer activations.
Developed new tools and processes to optimize marketing efficiency and team productivity.
Customer Relationship Management (CRM) B2B Digital Strategy Inbound Marketing